Record label Word have been the first to launch a cyber label

WORD Entertainment have become the first major Christian music company to launch a cyber label. Word/Online Records will include online signings, down loadings and sales. Unlike some mainstream labels that are selling their standard catalogue online, the new label, under the direction of Elisa Elder and Craig Mason, will serve as an incubator for underdeveloped artists not yet ready for bricks-and-mortar shelves. What we have constantly heard from retailers is that there s a glut of product out there, Elder explained. What we re trying to do is help that so when we get to the brick-and-mortar shelf, the artist is developed to the point that there is already a fan base, exposure and sales history via the Internet that will pull it through. In his role as founder of unsignedindie.com/indieforce.com. Mason works with 300 plus independent artists. At Word/Online Records, he will find artists, sign them and distribute them via e-tailers. Mason acknowledges that unsigned artists are sometimes perceived to be below the quality bar in terms of talent. Said Mason, That s why I started unsignedindie.com to prove people wrong. There is that perception out there and I want to shatter that.